Get the Brand Archetypes Book

Brand Archetypes BookBecome a Student of Brand Strategy

When we first started offering brand consulting services, there were TONS of books and online resources on the topic, but the subject was, at best, nebulous.  The process of becoming a student of brand strategy was difficult indeed. After over two years of studying the topic, I picked up a book called The Hero and the Outlaw.  The book proposed the concept of using Jungian Archetypes as the basis of building corporate brands.  It's an amazing book and we recommend that you get a copy.  However, it doesn't really offer a step by step process of how to apply these ideas in a practical way for businesses.

We immediately started building our own processes and, after over 14 years of applying these powerful ideas in the real world, we've distilled the process and have outlined EVERYTHING we've learned in one book!

Our book is in the final editing stage. We're just a couple of weeks away from its release! Would you like to be notified when it's available? Fill in the form below.

Table of Contents

  • Prologue
  • Chapter One – Understanding Brand
    • Brand 101
    • What Brand is NOT!
    • The Elements of a Great Brand
    • Why Brand?
    • When Brand?
    • How Brand?
  • Discover Your Archetype
    • What is an Archetype
    • The Big Ideas
    • Attribute Levels
    • Custom Archetypes
    • The Selection Process
  • Inside Your Business
    • Embrace It
    • Build Power
  • A Brand Process
    • Become a Student of Brand Strategy
    • Document Your Brand
    • Identify Brand Managers and Brand Evangelists
    • Create Constant Reminders
    • Create a Review Process
  • Wrap Up